Optimising for Google News

Barry AdamsManchester SEO Mini-Conference

29 October 2010

About Barry Adams

• Dutchman (yes, really.)

• Online industry since 1999• SEO since 2004• Belfast Telegraph (via Visual Script)

since January 2010• Transition period from Visual Script

to Pierce Communications – Dec 1st

• SEO blogger on State of Search & Search News Central

Why Google News?How to get in to Google NewsGoogle News RankingQ&A

What I’ll be talking about

Why Google News?

Google News

Belfast Telegraph

Belfast Telegraph

Belfast Telegraph

How to get in to Google News?

1. Start a news site

2. Press Releases

3. Advertorials (paid content)

Google News Ranking

Google web search ranking algorithm:

Google News universal ranking algorithm:

Google News vertical ranking algorithm:

Tips for News Sites

• Original content• Multiple authors• Regular updates

– publish new stories and update existing stories

• Develop an editorial speciality– unless you want to be a generic news site

• Non-clickable images• Google News XML Sitemap

Breaking in to Uni SERPs withGoogle News

1. Universal SERPs = keyword matching2. Content on generic news sites gets in to Uni3. Some generic news sites republish PRs

1 + 2 + 3 = WIN!

• Write a good article / press release• Integrate high volume keywords• Pick a good accompanying image• Spread your articles far & wide

– Press release distribution channels– Submit to news sites that accept PR– Paid content (advertorials)

• Build relationships with [online] editors• Generate news regularly (but don’t spam)

Tips for Google News Uni SERPs